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Diageo Africa

Diageo employs and manufactures locally throughout Africa, producing local brands with locally sourced materials. It has scale, depth, and a significant footprint as a committed local investor.

12%

of Diageo net sales are generated in Africa*

£1.6bn

in annual sales in F18*

7%

sales increase and a 5% beer sales increase

Our success in Africa is built on a rich heritage. Since the 1820s, when Guinness first shipped to Sierra Leone, we have grown through our brands. In the 1890s Johnnie Walker arrived in Kenya and in 1962 the first Guinness brewery outside the British Isles was built in Nigeria.

Our strategy is to participate across all price points and to grow our beer portfolio fast and our spirits brands faster. Our company is sustained through innovation. We constantly look to create new experiences such as Serengeti Lite, a lighter lager in East Africa, and Orijin Bitters, which blends the popular bitters flavour with fruits and herbs to create a unique bittersweet taste.

We seek to have a positive impact across Africa as both employer and manufacturer. We source locally (at 82%) and invest in
sustainable agricultural and brewing operations. We are careful stewards of water, with our Water of Life programme providing 10 million people access to clean water since 2007. We also want our products to be enjoyed responsibly and campaign to ensure we all #drinkpositive.

*Source Diageo Annual Report 2018.

Our brands

We offer consumers in Africa a range of over 100 local and global brands, from world-famous names like Guinness to Senator, a brand that is unique to African markets.

Beer

Our beer brands are at the heart of our portfolio in Africa. From Guinness Foreign Extra Stout to Tusker, we have brands for every taste and price point in each of our markets.